Wk 2 Discussion

Respond to the following in a minimum of 175 words (Use APA Style):

Discuss the different market research efforts. Which effort are the best to use in the IMC planning process? Describe how that effort is the best.


Reply to these two students below. Be constructive and professional in your responses. (minimum of 175 words) (Uses APA Style)

Student 1)

There are multiple ways that market research can be conducted. Four ways to conduct the research include: surveys, interviews, focus groups and observation (Grenier, 2019). I think that the best effort to use in the IMC planning process could include any of the above, surveys sound like a go to but to understand how the efforts work each process should be used to understand what the research is needed for. Though with focus groups they lead to understanding more of what a group needs as far as specific marketing terms are used. For instance, doing a survey is a good way to know what the consumers want and with an interview it could go the same way with how observation does. Understanding what the consumers want and need is the basis of knowing how to lead the campaign. “A complete IMC planning process includes the evaluation of potential business market segments as well as consumer market segments” (Clow & Baack, p. 152). This is a good way to understand the IMC planning process and what it includes to make it so that the evaluation goes the way it is needed to.


Clow, K. E. & Baack, D. (2018). Integrated advertising,

promotion, and marketing communications (8th ed.): Pearson.

Grenier, L. (2019). How to do market research in 4 steps: a lean approach to marketing research. https://www.hotjar.com/blog/market-research/#4-common-market-research-methods

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Student 2)

In reading these chapters, There are five methods: surveys, focus groups, personal interviews, observations and field trials.

Within which might be the best for IMC Planning process. I dont have a solid one answer. From what I know and have read. Each has their pro’s and con’s, however, one message seems to be clear with these styles. That is to have a clear message and communication. Their needs to be well thought out planning and communication to participants and staff. A confusing message or communication at any point can confuse a person, attach a wrong response or direct a person to an answer guided within the approach or question.

I think the best effort is the best planned and thought out one for a specific item which could be a different approach for a different product or item.

I know I have been part of a few surveys, interviews, and focus groups that I could remember. Of which, I have had really well planned out ones and have had deluted or misguided ones. I think we all have been approached recently for our political standings and ideas. Have any of them seemed angled or very directed to one side?

Brant Miller

Clow, K. E., & Baack, D. E. (2017). Integrated advertising, promotion, and marketing communications, (8th ed.). Pearson Education.

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